If you know the answers to the following questions, you will be able to save or reallocate some cost on your publicity and comms budgets. For each target market,
- How does the potential customer consume information? – this may vary across different age groups – online, offline. Google, aps,
- How many companies are they aware of in your sector? – unprompted recall
- If you mention your company in a range of others, does yours come up?
- What is their perception of your company?
- What are they typically doing at the moment when they may be looking for products and services just like yours?– on a train?, behind a desk?, at a show?, in the car? etc
- What do they look for in a provider? – key attributes etc.
To my thinking, if you know what makes your customers tick, when and where they are when making purchasing decisions, that will help to identify where to spend your time and money on promotion and communication of your brand and range of products and service.
For more detail on how to gather this valuable type of information and the value of research, contact gayle@rfm.co.uk